You may loose out on a few sales today because of a competitor undercutting you on price, don't fret so long as you're continually offering top class customer service and going the "extra mile" whenever needed. These customers will be so impressed (especially in South Africa!) that they will undoubtedly recommend you to anyone else looking for a similar product.
This will bring in sales further down the line so you can kind of look at it as investing your time in creating lots of long term sales reps for your business.
Beyond this, it also makes you feel wonderful to have a customer contact you after dealing with you just to say how impressed they are with your company - it can really make it all worth while!
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